The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies

Journal of Consumer Research · 2001 · Volume 28 · Issue 2

Abstract

Four experiments were conducted to examine the persuasive impact of new product appeals containing an analogy. An analogy highlights the similarity in the benefits offered by a familiar base product and an unfamiliar target product. This device is found to be persuasive when ( a ) message recipients have the ability to map attribute relations from some base category to understand the benefits of a target product, and ( b ) they allocate the substantial resources needed to complete this mapping. In the absence of either of these conditions, the persuasive impact of an analogy is more limited. A variety of devices, including expertise with the base product, training in how to process base information, and a positive mood, are shown to improve the comprehension of an analogy and to enhance its persuasiveness.

Keywords

Advertising, Affect/Emotions/Mood, Attitudes, Learning, Persuasion

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